Public relations (PR) is the practice of taking advantage of various communication channels to promote your company and cultivate a positive public perception – your reputation – especially in times of crisis. As much as public relations have transformed over the years, its main reason for being has not changed and continues to be to secure the coveted exposure to the media and reach new audiences.
The way a brand ensures that exposure is where things have changed. The methods of being heard, seen and discovered, in a crowded market continue to evolve as public relations trends continue to grow. What has been happening is a game that new rules must play.
These are the top eight key benefits of public relations that will help your organization be heard, seen, and discovered to create a good reputation among your audiences to act towards the brand positively.
1- PR agency increase the visibility of your products or services
When you advertise, you essentially tell your audience how good your brand is. With RP, a trusted third party, be it a reporter, influencer, or client, sing your praises; you get exposure for doing something worthwhile or being a useful source on a topic that traditional and digital communication channels are interested in. It says more about your brand if a third party is interested in what you are doing and your narrative of a story about you.
One of the most incredible benefits of public relations is that they promote, through trusted third parties, the image of your company and positively influence the perception, credibility, trust, and connection with your audiences and generate two-way conversations creating an emotional bond.
Every organization has fantastic stories to tell, whether it’s how it got started, how its products or services help solve a specific customer problem, or how they evolve based on the latest buying trends. Through traditional and digital channels, PR agencies help companies put those stories in front of the different generations of your buyers, where they see, read and listen; in the way, they most like to consume information to increase visibility and achieve engagement.
2- They make your brand discoverable
Considering that today most consumers start their shopping journey using a search engine, the function of PR agency becomes increasingly relevant to maximize the discoverability of valuable and helpful content from brands.
The term discovery refers to the practice of making it easy for your target audience to find beneficial and authoritative content from your brand when they are looking for some answer to their needs at that micro-moment. In this sense, public relations have been optimized to accompany the buyer during the different phases of the journey.
3- PR agency rises the organic positioning of your brand
Undoubtedly, one of the unknowns that continually trap you is: how to become one of the thought leaders in your markets? Without a doubt, you also know that you need to build credibility and bring the experience and knowledge of the organization to the spotlight for that to happen.
That’s exactly what a PR agency does for the brand through tools including content marketing, blogging, chatting, social media interactions, and more. Content marketing and SEO have become essential concepts in marketing digital and public relations to engage key audiences with the help of content of authority.
First, it captures their attention and call to action; the second involves strategies to improve the organic positioning of said content in search results. There is no doubt the role of a PR agency to enhance
- Marketing efforts by generating high-quality content,
- Increase the visibility of earned, owned, and contributed content,
- Reach current and potential customers at all stages of the purchasing funnel,
- Establish the brand’s experience, authority, and trust, and one essential element: driving high-quality traffic.
4. PR agency builds lasting relationships.
A practical and well-structured public relations plan can pay off big. In particular, they allow companies to create meaningful connections with your audiences and build credibility and authority within your industry, which can lead to increased sales over time.
In addition to telling your business stories and helping you get your messages across, PR agencies try to connect with your current customers in a way that informs and engages them with your brand to make optimal use of your products or services.
This two-way communication, conducted on an ongoing basis, helps your organization establish strong and ongoing relationships with the people who matter. PR agency help
- build meaningful relationships,
- increase brand credibility,
- Build a reputation to drive strong relationship building.
5- Manage your brand’s online reputation
Crises do happen, but if you’ve identified them, prepared responses to react quickly, the potential damage to your brand image can be kept to a minimum. Preparing your spokespersons for interviews, developing critical messages aligned with the brand, social listening, media coverage, and responding to negative comments are all public relations activities that help you manage and maintain a good reputation.
What do you do, what do you say, and what they say about you? Currently, most crises start on social platforms, so it is essential to manage corporate reputation by incorporating PR agencies to promote content that positively accentuates the image of an organization.
Conclusion: In many cases, public relations strategies that worked as recently as a year ago are not as effective today, condensing five years of innovations into one. That is why the importance of a PR agency role in the future will grow even more, as it is a fundamental part of the process of comprehensive communication.